So get out your smartphone, push a button,

and in just a couple minutes a car arrives and takes you

wherever you want to go.

Taking the physical analog world and turning it into digital

is really, really interesting, And turning the digital world

into physical, where you're pushing a button and a car

moves also has its challenges.

We like to say Uber, at its core,

is sort of atoms and bits

Or maybe sometimes we say bits and asphalt.

And where a lot of the interesting technology we have

and interesting operations we have

is in translating those bits into atoms or vice versa.

First, you have to have taste.

You have to know what it is you want.

But then you have to be incredibly fierce to make sure

that a company of hundreds or sometimes thousands of people

doesn't start taking the vision off of the tracks.

I mean, everybody means well, but there are so many ideas,

and you have to refine into the best ones.

And there has to be a product vision behind it.

And there has to be a strong aesthetic.

And then you have to just be hard core sometimes.

You have to be fierce and you have to say no.